By Hafsa Obeng, GNA
Accra, Aug. 14, GNA – Mr Emmanuel Frimpong, Tourism Consultant and Analyst, has urged Ghana’s hospitality industry to improve service quality and value for money amid concerns over accommodation rates.
He said guests were increasingly judging hotels not only by room prices but by the quality and consistency of the overall experience provided.
In an interview with the Ghana News Agency in Accra, Mr Frimpong said the key concern was whether guests received services commensurate with the rates charged, rather than whether hotel accommodation was inherently expensive.
“Guests are often willing to pay premium prices when they perceive that the overall experience justifies the cost,” he said.
Mr Frimpong said the overall hotel experience included customer service, cleanliness, staff responsiveness, food quality, internet connectivity, safety, maintenance and consistency in service delivery.
He said some establishments charged premium rates without consistently providing premium services, which could leave guests dissatisfied and reinforce perceptions that hotels in Ghana
were overpriced.
Mr Frimpong said operators could improve competitiveness through continuous staff training, greater adoption of technology, stronger quality assurance systems and adherence to established hospitality standards.
Beyond service delivery, he said the cost structure of the hospitality industry should be considered when assessing hotel rates.
Mr Frimpong identified land acquisition, utility tariffs, financing costs, taxes and regulatory requirements as among the factors that contributed to the cost of operating hotels.
He cautioned against comparing Ghanaian hotel rates with those of neighbouring countries without accounting for differences in inflation, taxation, exchange rates, labour costs, infrastructure and utility expenses.
Mr Frimpong said Ghana had a diverse accommodation market, ranging from budget facilities and guest houses to hostels, boutique hotels, eco-lodges, serviced apartments and luxury resorts.
He said perceptions of high hotel prices were partly influenced by the concentration of high-end establishments in Accra, particularly in the Airport, Cantonments, Ridge and central business district areas.
Mr Frimpong noted that several facilities outside Accra offered quality accommodation at moderate and competitive rates, citing observations from recent tours undertaken with the Ghana Tourism Authority’s Accra West office.
He said meaningful regional comparisons should therefore be based on comparable categories of accommodation.
“Budget with budget, two-star with two-star, and three-star with three-star show that Ghana’s pricing is generally competitive within the region, even if it sits toward the higher end of the range,” he said.
Mr Frimpong said improving the competitiveness of the sector required attention to both the cost of doing business and the quality of services delivered to guests.
He called for measures including tax rationalisation, more efficient land administration, affordable financing and lower utility costs to help operators reduce pressure on their operating costs.
Such measures, combined with improved service delivery, he said, could enable hotels to offer more competitive and sustainable rates while maintaining acceptable standards.
“Ultimately, the challenge is not simply about price, it is about cost, competitiveness and value for money,” Mr Frimpong said.
GNA
Edited by Kenneth Sackey
Reporter: Hafsa Obeng